Pagode da Negrole will celebrate its 1st anniversary with a special event in São Paulo.

Nicole Balestro is a businesswoman and artistic director who began her career as an artistic producer in 2003, working on events for major beer brands and international tours in Brazil. She has also been responsible for major publications and organized corporate events for renowned clients.

Nicole found her passion in music and became an artist manager, founding her own independent music label in 2016. She is a strategic consultant for brands and artists, as well as an executive director of events.

In 2022, she created a party label called "Pagode da Negrole," which became one of the most talked-about Pagodes in São Paulo. In parallel, this year she is founding her agency, focused on developing relationship strategies between brands and urban artists, as well as consultancy in career planning and cultural event production. She also plans to launch a course on Career Management and Cultural Production in the second semester.

We spoke a little more with the founder about the label, Pagode da Negrole, check it out:

How did Pagode da Negrole come about?

"There is no way to talk about this party without mentioning my family heritage in Samba. My father is the composer who has won the most Samba Enredo awards at the São Paulo Carnival. Because of this, I was born and raised within samba schools and circles. As a teenager, after watching a lot of Yo! MTV and listening to RCP radio, I ended up discovering Rap as a passion, which was confirmed after being introduced to the album The Miseducation of Lauryn Hill by my sister, who at the time was 12 and I was 13. Years later, I worked with Rap, but my passion for Samba and Pagode never died. In 2021, I did an edition of "Pagode da Negrole" to celebrate my birthday. It was a private party and, because of that, many people on social media were posting that I should open it to the public. I combined my personal need to create an event that united my two passions - Rap and Samba - and at the same time had that "backyard" vibe. Pagode was born in June 2022, and we are heading to the 1-year party with Belo and Flora Matos."

What sets Pagode da Negrole apart from other Pagode parties?

"I think it's certainly about uniting the two worlds - Rap and Samba - and communicating in this way. The audience that attends Pagode da Negrole is "older" compared to the current Rap party attendees. I joke that, like me, we were "orphaned" of a gathering that ended early, allowed us to dress however we wanted, and still enjoy a good samba circle followed by a Rap show. There are artists and attendees who only go out to attend Pagode da Negrole, lol."

What are the future plans for Pagode da Negrole?

"To expand. That is the word. This year we will be in Rio de Janeiro, Belo Horizonte, and Salvador, in addition to continuing the bimonthly editions of the party. I also want to show brands that Pagode and Samba are popular expressions as important as any other and that there is no way to talk about Brazil without mentioning this musical genre. I faced this challenge back then with the Ceia and I'm ready to face it again. Rap has become a profitable business, but it started discredited. I want big brands to see this with Pagode and the parties."

The party will take place in São Paulo on June 11 at Sonora Garden. Among the confirmed attractions are: Belo, Flora Matos, and DJ Nyack.

Tickets are available at the link: PAGODE DA NEGROLE.

Photos by Talita Toledo